, everyone. >> reporter: in september, new york became the first u.s. city to restrict sales of large-sized sodas and other sugary drinks. restaurants, fast food chains and movie theaters will only be allowed to serve cups that old 470 milliliters or less. that's a third of the largest cups now available. the deciding factor was the city's ballooning medical costs. in new york city alone obesity-related medical costs come to over $3.8 billion a year. if obesity rates continue to rise, the financial burden will be crippling. >> this is the single biggest step any city has ever taken to curb obesity. it is not the last step that lot of cities are going to take. we believe that it will help save lives. >> reporter: the beverage industry is fiercely opposed to the ban. workers have been holding protest outside new york city hall. >> they should really take a stand and make sure they're getting exercise and not just trying to cut the size of the drink. >> reporter: they have launched an all-out war against the city claiming the ban is invalid. many movie theaters the are also voicing their oppos